Dabur's Fem's newest campaign garnered mixed emotions as it launched out an ad that highlighted "Karwa Chauth" but made it more lively and inclusive.
Commercial ads are plentiful, particularly during the festival season. With Karwa Chauth, Diwali, and Dhanteras all coming up in fast succession, brands have begun releasing advertising, with some attempting to make a statement.
Dabur's Fem's newest campaign garnered mixed emotions as it launched out an ad that highlighted "Karwa Chauth" but made it more lively and inclusive. The advertisement marketed a face bleaching product and depicted two young ladies getting ready for their first 'Karwa Chauth,' which included cosmetics and face washing goods. An older woman also provides the two women festive clothing to wear on the occasion while they discuss why they are fasting on 'Karwa Chauth.'
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The commercial then transitions to the following shot, which has both ladies standing facing each other with the sieve and a decorated thali in front of them, showing that they are each other's spouses. While many complimented the advertisement for being progressive and LGBTQ-friendly, encouraging same-sex couples and relationships, it always sparked debate on social media.
Let's take a look at how netizens reacted:
Fairness products are inherently casteist and racist. Adding an LGBTQI angle doesn’t change that 🤷🏾♂️ https://t.co/iOlHFaMHlN
— There_is_no_try (@akanna_42)Saw the new Dabur Fem Glow ad. I didn't find it demeaning at all. They didn't abuse any rituals. For me personally, it felt so satisfying. Because they showed the fem couple traditionally, which rarely happens (it's usually uptown rep, etc).
So yeah, I liked the ad.
Since LGBT is part of our community and they don't cause us any harm, I don't see any reason to boycott fem advertisement.... their choice, their life...if anyone has any problem, they simply can ignore this advertisement and stop the consumption of Dabur products.
— Deependra. दीपेन्द्र (@dpendra_chauhan)Also Read | Apparel brand Fabindia faces heat after BJP MP Tejasvi Surya objects to 'Jashn-e-Riwaaz' tag for Diwali
Bold advertisement. Hats off to Fem / Dabur group for going against the majority. I liked their open mindset and compassion towards everyone. Greater world needs to accept this reality and include them with others.
— SM | Million Dollar Minds (@MlnDollarMinds)As much as I find the outrage over Fem Dabur ad fun, and the hypocrisy over skin colour, I still like the ad. And being someone who admires Karva Chauth, it's actually nice to see that Gay/Lesbian can observe fast for their partner, just like traditional straight couple :)
— Nived Nambiar (@NivedNambiar8)Why would lesbian couple celebrate a allegedly patriarchal ritual like ?
The conceptualisation of the ad itself is fundamentally flawed. It seems Dabur/Fem's only objective was to get their share of stick and outrage.
Its a new featish among brands.